How Lego Finally Found Success With Girls https://fortune.com/2015/12/30/lego-friends-girls/ How marketing built Lego into the worlds favorite toy brand https://www.cnbc.com/2018/04/27/lego-marketing-strategy-made-it-world-favorite-toy-brand.html Lego Builds Female Fanbase (and Revenues) Thanks to Market Research https://blog.op4g.com/lego-builds-female-fanbase-and-revenues-thanks-to-market-research LEGO Market Research as the building block to success https://mpk732t12016clusterb.wordpress.com/2016/04/18/lego-market-research-as-the-building-block-to-success/ How Lego clicked: the super brand that reinvented itself https://www.theguardian.com/lifeandstyle/2017/jun/04/how-lego-clicked-the-super-brand-that-reinvented-itself Read the above five hyperlinked articles, and then answer the following questions. 1. There are many segmentation methods a marketer can use and each segmentation method has their unique features. Based on the above articles, what segmentation method does Lego use to segment the market? Provide your comment on the advantages and disadvantages of the segmentation method. 2. Marketing research is a systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. List how Lego uses research methods in its girls market, and discuss how the data and information were collected from the market, and how the research findings were used in marketing decisions. 3. List one specific segment which Lego has a focus, discuss the consumer characters of the segment, examine Legos product value to the customers and analyze how Lego maintains its relationship with the customers in the segment. Grading Rubric for Writing Assignment / Case Analysis Item Expectation Focus: Purpose Purpose is clear Main idea Clearly presents the main idea and supports it throughout the paper. Organization: Overall Well-planned and well-thought out. Includes title, introduction, subtitles which are consistent with the questions being asked for, the statement of the main idea, transitions, and conclusion. Organization: Paragraphs All paragraphs have clear ideas with details, are supported with examples and have smooth transitions. Content Exceptionally well-presented and argued; ideas are detailed, well-developed, supported with specific evidence & facts, as well as examples, which are directly relevant to the questions being asked for. It is important that you include charts, graphs, photos, pictures, and tables as examples of evidence to support your argument. Style: Word choice, Tone Have a unique style of writing, suited to the audience and the paper holds the readers interest with ease. Both MLA and APA are acceptable. Grammar & Mechanics Excellent grammar, spelling, syntax, and punctuation. Reference Clearly cite the source of information without any error. More specifically, sources are exceptionally well-integrated to support claims or argument in the paper.
